Maximising the value of your Brand - By Creative Director, Nathan Polito. Brand development experts | Blueviper Interactive, Sydney Australia. Website design experts | Blueviper Interactive, Sydney Australia website design sydney, website development sydney, leading website development agency Sydney, leading website design agency Sydney, website design & development Sydney Australia.
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Maximising the value of your Brand. By Creative Director, Nathan Polito | Blueviper Interactive, Sydney Australia. Experts in brand development | Blueviper Interactive, Sydney Australia. Experts in website design | Blueviper Interactive, Sydney Australia
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Maximising the value of your Brand. By Creative Director, Nathan Polito.
9th March 2006
Brand strategy is vital in focusing efforts of the whole organisation to deliver a consistent brand promise.
However, there’s more to brand strategy than creating and managing a strong brand, especially since many businesses have multiple brands in their portfolios.
Too many businesses, do not have the management processes nor underlying strategy in place to allow their brand portfolios to reach their full potential. Here are some common brand management challenges and solutions.
How do we go about developing an effective brand strategy that is designed to drive organisational growth?
1. Redefine organisation strategy to include the principle that your brand is everything and drive brand from the top of the organisation.
2. Understand clearly who you are, and who you are not, as an organisation.
3. Understand your target market clearly:
Understand how their purchases are broken down between the pre-purchase, purchase and post-purchase stages.
Understand what their specific needs and motives are during the different stages, as they will be very different during each stage
Understand how your organisation impacts on each stage
4. Identify and engage with your brand culture as this will drive your staff's behaviour and result in a positive brand experience.
5. Understand how to measure the above in terms of brand strength and the strategy pillars, so you know how to adjust your organisation in a meaningful way.
How do we leverage technology advances in our underlying brand strategy?
Modern technology should play a part in a successful corporate branding strategy.
Technology contributes to improving effectiveness and improving the competitive edge of the corporation. A well-designed and fully updated Intranet is a must in today's working environment which has become increasingly virtual with employees working from home, from other locations and traveling across the globe. An Extranet can facilitate more seamless integration with strategic partners, suppliers and customers, avoiding time consuming paper work and manual handling of many issues. A company website is not only a must, but rather a crucial channel for any modern corporation regardless of size. If the corporation is not accessible on the Internet, it does not exist! The more professional the website is, the better the perception among the Internet savvy modern customer.
To bring the corporate brand to life one needs to implement a range of well-planned, well-executed marketing activities, ensuring the overall messages are consistent, clear and relevant to the target audiences.
How do we develop a powerful corporate brand?
Nothing touches the customer more than how he or she perceives your corporate image. This fundamental perception not only determines whether the customer will conduct business with you, it also provides competitive advantages, increase employee morale and loyalty, and a future direction for the organisation.
Developing a powerful corporate brand is a circular, continuous, five-phase process that can be applied at any stage of an organisation's development. The five phases are:
Preliminary Audit, Research and Evaluation
Analysis, Strategy, Planning and Development
Creative Exploration
Refinement and Implementation
Monitoring, Managing and Marketing of the Corporate Image
How do we identify and articulate a compelling set of brand values?
It's incredible to some, but a lot of companies actually lack a focused statement of what the brand should mean to its target customers. The result is brand communication that tries to be all things to all people, and ends up meaning nothing to anyone. Many will cringe at the idea of excluding any potential customers from the marketing message. They naturally want to cast the net wide. But efforts to broaden the message necessarily dilute it, reducing its impact on those who would love the brand for life, if it were compelling to them.
Set your sights on a specific target and put every effort into hitting it precisely. Identify a unique quality that customers can love and put it into a succinct statement. Define what the brand isn't as well as what it is.
How do we match our core values and principles to the perception of our brand?
In a marketplace where compelling messages, consistent delivery and emotional experiences are at the heart of a brand's success, organisations need to actively develop fully integrated and powerful design strategies. More research needs to be conducted on the ROI of design, specific measurement tools, and how it positively impacts the value of a brand. A shift in current thinking from regarding design as a soft service function to a cornerstone of business strategy also needs to occur.
Research has shown that people relate to brands in a very similar way that they relate to people. They form relationships with others based on personality, appearances and trust. The same dimensions can be applied to brands. They project a certain style and image, have a unique name and personality and ultimately they try to engender loyalty through trust, aspiration and differentiation.
